In many ways, 2018 marked a turning point in the public’s distrust for social media. Edelman’s 2018 Trust Barometer Report found that 60 percent of people no longer trust social media companies to behave responsibly, and independent research firm Ponemon Institute reports that trust in Facebook has dropped 66 percent. This increased social media skepticism presents new challenges for brands using these platforms. Some brands are rethinking the way they use social media, shifting toward relatable, individualized content to sidestep recent skepticism. The recent skepticism of celebrity influencers and social media channels evolved from a former trust of those same outlets at the expense of traditional TV commercials.

Source: Forbes January 31, 2019 13:07 UTC